At least once a day I get the question “Can you help me integrate social media into my website?” Most of the time the real question that they are asking is “Can you help me duplicate the content that is on my website through every social media channel possible?”

If you are curious the answer to the question is yes. But you don’t want to.

Lets not confuse duplication with integration. Instead of trying to figure out how to blast out the same thing everywhere we should be working on building a strategy that plays to the strengths of the social media channels.

The question you should be asking is “How can each social media channel enrich my campaign?”

Facebook is about liking and sharing, what about my campaign lends itself to liking and sharing? Twitter is about conversation, how can we use twitter to encourage conversation? If this is a business audience, does LinkedIN make sense to facilitate some aspect of the discussion?

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